{"id":31455,"date":"2019-12-13T11:20:16","date_gmt":"2019-12-13T10:20:16","guid":{"rendered":"https:\/\/brandsmith.es\/dime-como-suenas-y-te-dire-quien-eres\/"},"modified":"2019-12-13T12:43:18","modified_gmt":"2019-12-13T11:43:18","slug":"tell-me-how-you-sound-and-ill-tell-you-who-you-are","status":"publish","type":"post","link":"https:\/\/brandsmith.es\/en\/tell-me-how-you-sound-and-ill-tell-you-who-you-are\/","title":{"rendered":"Tell me how you sound, and I\u2019ll tell you who you are"},"content":{"rendered":"\n

Whiplash Team, December 13th, 2019<\/h2>\n\n\n\n

Tell me how you sound, and I\u2019ll tell you who you are<\/strong><\/h3>\n\n\n\n

The voice shopping industry is expected to reach 40 billion dollars (about 36 billion euros) in 2022, so the world\u2019s most important companies are investing not only in how their brands look but also in how they sound. <\/h4>\n\n\n\n

As Smart\nSpeakers such as Amazon Echo or Google Home gain space in our lives and\ninterconnected devices (such as televisions, refrigerators, washing machines,\ncoffee makers) leave the field of science fiction to become a common thing, new\nchallenges arise for brands. Especially when voice purchases are expected to\nskyrocket in the next two years to reach 40,000 million dollars (about 36,000\nmillion euros) in 2022.<\/p>\n\n\n\n

The arrival\nof Smart Speakers diversifies the user’s sensory experience. Or at least that can\nbe deducted from the NPR and Edison Research study, according to which, for 30%\nof Smart Speaker owners, the speaker is replacing the time they spend with\ntelevision. In addition, experts anticipate that next year, that is 2020, 30%\nof internet searches will be screenless. To ask any of the voice assistants, be\nit Siri, Alexa, Cortana or Google, will be enough.<\/p>\n\n\n\n

This means\nthat users, or at least a good part of them, will stop watching content and\nstart to listen to it. Undoubtedly, it is a new challenge for brands because a\ngraphic and visual identity that distinguishes them is no longer enough. Now hearing\na recognizable identity is also necessary. A sound logo. A unique sound that\ntriggers the set of associations and expectations which is formed in the mind\nof the consumer every time he or she interacts with the brand.<\/p>\n\n\n\n

In a\nnutshell, brands need to incorporate into their brand strategy a sound that\nallows them to be recognizable in the different screenless interfaces that\narise every day. In a world where screens lose importance, sonic branding\nprevails.<\/p>\n\n\n\n

Moreover,\nsensory branding gains ground. MasterCard has been one of the first companies\nto assume the sensory challenge holistically and, this year, in addition to\nremoving its name from the symbol of the red and yellow circles, it decided to\nadd \u201cflavour\u201d to the brand. The “Priceless,” flavour \u2013that is shaped\nlike a French macaron\u2013 one red, with a custard apple flavour and another yellow\nwith a yuzu, the Japanese fruit flavour. It also launched its own soundtrack.<\/p>\n\n\n\n

Conceived\nas a powerful identifier and designed specifically for experiential economics,\nthe MasterCard sonic logo will be reproduced on platforms every time a customer\npays. In the release statement of its sound logo, the financial services\ncompany makes it clear that it is a new way to communicate with its customers:\n\u201c\u2026 audio identities not only connect brands with consumers on a new dimension,\nthey are tools enabling consumers to shop, live, and pay in an increasingly\ndigital and mobile world\u201d. Without a screen you can’t see how MasterCard looks,\nbut of course you can hear how it sounds.<\/p>\n\n\n\n

But what is\nthe difference between this sonotype and the advertising age-old jingle?<\/p>\n\n\n\n

We must say that the so-called sonotypes are not something new. The trend began some years ago, but with the rise of voice assistants and Smart Speakers, they are now becoming more relevant. <\/p>\n\n\n\n

The\nsonotype, like the logo, seeks to embody the identity of a brand or company.\nUnlike jingles, that are linked to a specific audiovisual material and a\nspecific product, the sonotype is associated to the brand in a general way and\ntries to create an equivalence with its graphic identity. In any case, in a\nworld in which users demand experiences and in which the senses prevail,\nthrough sonotypes brands seek the power of sound to position themselves and not\nonly be seen but also heard.<\/p>\n","protected":false},"excerpt":{"rendered":"

Whiplash Team, December 13th, 2019 Tell me how you sound, and I\u2019ll tell you who you are The voice shopping industry is expected to reach 40 billion dollars (about 36 billion euros) in 2022, so the world\u2019s most important companies are investing not only in…<\/p>\n","protected":false},"author":2,"featured_media":31453,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"yoast_head":"\nBrandsmith - Tell me how you sound, and I\u2019ll tell you who you are<\/title>\n<meta name=\"description\" content=\"Brandsmith Tell me how you sound, and I\u2019ll tell you who you are\" \/>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brandsmith - Tell me how you sound, and I\u2019ll tell you who you are\" \/>\n<meta property=\"og:description\" content=\"Brandsmith Tell me how you sound, and I\u2019ll tell you who you are\" \/>\n<meta property=\"og:url\" content=\"https:\/\/brandsmith.es\/en\/tell-me-how-you-sound-and-ill-tell-you-who-you-are\/\" \/>\n<meta property=\"og:site_name\" content=\"Brandsmith\" \/>\n<meta property=\"article:published_time\" content=\"2019-12-13T10:20:16+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-12-13T11:43:18+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/brandsmith.es\/wp-content\/uploads\/2019\/12\/whiplash-132.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"612\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Nacho Noriega\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Nacho Noriega\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/brandsmith.es\/en\/tell-me-how-you-sound-and-ill-tell-you-who-you-are\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/brandsmith.es\/en\/tell-me-how-you-sound-and-ill-tell-you-who-you-are\/\"},\"author\":{\"name\":\"Nacho Noriega\",\"@id\":\"https:\/\/brandsmith.es\/#\/schema\/person\/c784970f141a70b054637ebe25b23518\"},\"headline\":\"Tell me how you sound, and I\u2019ll tell you who you are\",\"datePublished\":\"2019-12-13T10:20:16+00:00\",\"dateModified\":\"2019-12-13T11:43:18+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/brandsmith.es\/en\/tell-me-how-you-sound-and-ill-tell-you-who-you-are\/\"},\"wordCount\":632,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/brandsmith.es\/#organization\"},\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/brandsmith.es\/en\/tell-me-how-you-sound-and-ill-tell-you-who-you-are\/\",\"url\":\"https:\/\/brandsmith.es\/en\/tell-me-how-you-sound-and-ill-tell-you-who-you-are\/\",\"name\":\"Brandsmith - 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